Join Us at the Next Summit onFriday, March 10, 2017

Reaching Key Decision Makers to Accelerate Revenue

As a B2B and marketing leader, you recognize that sustained success requires the ability to establish long-term, strategic relationships with your true decision makers—not the typical buyer-vendor relationships seen today. But sales teams are often talking to the wrong people, distracted by evaluators and influencers, and focused on highlighting product features instead of strategic value and business outcomes. The net result: marketing initiatives that don’t resonate with the higher-level decision makers you need to reach, protracted sales cycles, and lost deals.

Our half-day Summit is an executive session that explores what it takes to empower a market-driven sales organization. You’ll learn strategies to guide your marketing and sales teams to better identify your true decision makers—and how to drive revenue more effectively by shifting your focus from selling features to selling value and outcomes. And you’ll hear realworld stories from an organization that has successfully made this shift.

Learn important rules and techniques to help you build a market-driven sales organization that delivers revenue efficiently and effectively.

Understand the methodology around identifying and communicating strategic value and outcomes that will help you win in the marketplace.

Gain insights from a real-world case study presented by a leading financial services technology company that successfully shifted its organization from selling features to selling outcomes.

Understand the Person-to-Person marketing approach to establish and incubate relationships with decision makers and to drive results more effectively.

“Terrific content, delivered in a well-organized manner, would recommend it to any product management/marketing leader.”

– Paul Pilotte
Dir. Product Management
Curaspan

“The Strategic Marketing Summit delivered tremendous value in providing reinforcement for best practices as well as new tools to help my business grow. The presenters are all accomplished in their areas of expertise and articulate in communicating their message of how to market value. Well done.”

– Brian Bernstein
Global Head of Indoor Lighting Systems,
Philips

Session Abstracts

What Real Decision Makers Really Care About

Hint: It’s not features, your customer list or loyalty program. They don’t care about activities and minutia. They care about one thing: can you help them reach the goals they have put in place for their business. That’s it. So, how do you make sure you’re doing that? How do you ensure at the end of the day you have a product, story and launch strategy that will truly resonate with these high-level decision makers? It comes down to three things:

Are you talking about the right things?

Are you effectively communicating your message?

Have you made it clear what they need to do next?

In this session, we’ll walk you through three key steps, providing simple rules and techniques you can use to build and market products the customers will not only want to hear about, but buy.

Michael Maltby, Head of Market Strategy, Eagle Investment Systems (a division of the Bank of New York Mellon)

Eagle Investment Systems is the leader in providing complex investment accounting, data management and performance measurement systems to the financial services industry. Throughout 20 years of providing software solutions to large global investment managers, Eagle has been at the forefront of shifting to cloud solutions and providing managed services for their clients. Shifting to cloud solutions and providing managed services has also shifted the conversation with clients and prospects from discussing technical features and functions to emphasizing business solutions.

This session will review Eagle's recent journey to selling business outcomes and enhancing executive-level client relationships. In order to shift the organization from inside-out to outside-in thinking, Eagle underwent a detailed analysis of both its organization and customer base. This shift enabled the organization to realize new business opportunities and enhance client relationships.

Winning with the Executive Buyer: Lessons from the New England Patriots

Neil Baron, Managing Director, Baron Strategic Partners

A great team like the New England Patriots proves the importance of getting everyone on the same page. In football, when a play is called, everyone immediately knows their role and how they contribute to the team’s success. The concept of a play can also apply to selling business outcomes to the executive buyer.

In this session, we will show you how to pick and execute winning product plays so your team will make an impact on your senior-level customers. This transformation requires intensive customer research, rethinking your value proposition and realigning your organization to deliver customer value. Attendees will leave with a framework for applying the concept of winning plays to their organization.

The Person-to-Person Approach to Driving Relationships with True Decision Makers

Rod Griffith, President & Co-Founder, MarketReach, Inc.

After establishing your “winning plays” to reach executive-level customers, you’ll need to develop and deploy tangible, outcome-focused campaigns, programs and initiatives that drive relationships (rather than feature awareness). For many reasons – including limited social media habits, time management challenges, ready access to internal expertise, shrinking attention spans, and those protective gatekeepers – many of the techniques used to reach standard customers with product messaging just won’t work when aimed at articulating outcomes to build relationships with the true decision maker.

In this session, we’ll introduce the Person-to-Person approach to establishing and incubating relationships with decisions makers, and discuss strategies and approaches for sales messaging, content marketing and content delivery vehicles that will drive targeted executives to take desired actions.

Speaker Bios

Rich NutinskyMarketing Instructor, Pragmatic Marketing

About the speaker:

Rich Nutinsky has more than 25 years of experience in the software industry, including extensive experience in product management, product marketing, business process design and strategy development. As an individual contributor and leader, director and board member, Rich has worked in large global firms – such as D&B and MSA – and small startups, including Spring Lake Technologies where he was a founding partner and chief product officer. He also has an extensive background in consulting, working with senior-level executives at market-leading companies such as AT&T, IBM, Siemens, Coca-Cola and Microsoft, to improve their product strategy, product management and marketing processes. Prior to joining Pragmatic Marketing, Rich launched several successful software products using the Pragmatic Marketing Framework.

About Pragmatic Marketing:

Pragmatic Marketing is the leading authority on product management and marketing. We train technology companies around the world on how to build products people want to buy, and how to market them effectively. To find out how your company can join the growing international community of more than 100,000 product management and marketing professionals trained by Pragmatic Marketing, visit www.pragmaticmarketing.com.

Michael MaltbyHead of Market Strategy, Eagle Investment Systems (a division of the Bank of New York Mellon)

About the speaker:

Michael Maltby is responsible for maintaining a comprehensive understanding of the investment management industry in order to align Eagle's strategy with market needs, enabling the delivery of innovative solutions that address urgent business challenges. Michael has 20 years of experience in financial services with 15 combined years with Eagle Investment Systems, beginning as an client of Eagle before joining in 2005. Since joining Eagle, Mike has served in several roles in product management and professional services. Michael earned his Bachelor of Science in Finance and his MBA from Bentley University.

About Eagle Investments:

Eagle Investment Systems is the leader in providing complex investment accounting, data management and performance measurement systems to the financial services industry. Throughout 20 years of providing software solutions to large global investment managers, Eagle has been at the forefront of shifting to cloud solutions and providing managed services for their clients. Providing cloud solutions has shifted the conversation with clients and prospects from discussing technical features and functions to emphasizing business solutions.

Neil BaronManaging Director, Baron Strategic Partners

About the speaker:

Neil Baron is an internationally recognized authority on selling and marketing complex products, services and solutions. He has served in a variety of senior marketing and management roles at companies such as IBM, Digital Equipment Corporation, Sybase, Art Technology Group, Brooks Automation and ATMI. An MBA from Harvard Business School with a graduate degree in chemical engineering from Tufts University, Neil served as an expert advisor to the HBS faculty in the new class commercializing science. He is an expert contributor to Fast Company and several other publications, focusing on product marketing and specializing in selling value to risk-averse industries.

About Baron Strategic Partners:

Baron Strategic Partners (www.baronstrategic.com) is a business management consulting firm and trusted business advisor that helps smart businesses significantly improve the success of their products and services with well-proven marketing and organizational approaches. Baron Strategic Partners enables companies from a range of industries to maximize the value they deliver to their customers, generate profitable new product and service revenue, reenergize aging products, thwart formidable competition to gain market share, and revitalize their financial health.

Rod GriffithPresident & Co-Founder, MarketReach, Inc.

About the speaker:

Rod Griffith is the president and co-founder of MarketReach, Inc., a leading marketing services integrator specializing in technology markets. Rod brings more than 30 years of business-to-business marketing experience in IT, healthcare and industrial technology markets, and is an early pioneer in strategic alliance marketing. Prior to starting MarketReach in 1994, Rod spent more than 10 years developing and managing strategic partner marketing programs for companies such as Data General and Digital Equipment Corporation (DEC).

About MarketReach, Inc.:

Recently named to the Inc. 5000 list of Fastest-Growing Private Companies in the U.S., MarketReach (www.mreach.com) is the most experienced technology marketing services company in the U.S. with more than 20 years of experience helping pioneer new marketing approaches and implement integrated marketing initiatives for companies such as AT&T, EMC, Hitachi, HPE, Intel, Iron Mountain, Oracle, VMware and many others. MarketReach is headquartered in Nashua, NH with additional staff in Arizona and California.

Baron Strategic Partners is a business management consulting firm and trusted business advisor that helps smart businesses significantly improve the success of their products and services with well-proven marketing and organizational approaches. Baron Strategic Partners enables companies from a range of industries to maximize the value they deliver to their customers, generate profitable new product and service revenue, reenergize aging products, thwart formidable competition to gain market share, and revitalize their financial health.

Pragmatic Marketing is the leading authority on product management and marketing. We train technology companies around the world on how to build products people want to buy, and how to market them effectively. To find out how your company can join the growing international community of more than 100,000 product management and marketing professionals trained by Pragmatic Marketing, visit www.pragmaticmarketing.com.

About the Marketing Leadership Summit

The Marketing Leadership Summit is a series of executive seminars designed to help marketing and business leaders understand, discuss and implement new approaches, methodologies and tools designed to boost the long-term success of their strategic and tactical marketing efforts.

Registration

This Summit event is designed exclusively for qualified marketing and business executives. Your information is strictly for the use of the event organizers and will not be otherwise shared or published.

* First name

* Last name

* Company

* Title

* Address

* City

* State

* Zip

* Email

* Phone

* Number of employees

* Briefly describe your 2-3 primary strategic challenges for 2017:

Cancellation Policy
You must notify us by Friday, February 10, 2017 to cancel your registration to receive a full refund. Otherwise a 50% refund will be provided if cancellation is received before Friday, February 24, 2017. No refunds are available after that date.

Registration

Thank you for registering for the Strategic Marketing Summit on March 10, 2017 at the Conference Center at Waltham Woods.

Contact Us

If you need additional information or have questions regarding the event please send an email to: Christine Blinn cblinn@mreach.com

“As the head of a product management team, I seek good insights to better focus my team on our customer needs. The Strategic Marketing Leadership Summit offered concrete, practical ideas we could implement at PAREXEL. It is a great opportunity to hear what worked in real-life case studies.”

– Anne Pelz
Sr. Dir., Product Management​
PAREXEL

“The Strategic Marketing Leadership Summit that I attended in January was both a great refresher of the concepts that I had learned years ago in training, and also walking through practical applications gave me ideas of near-term actions to take on my current initiative of re-positioning and bundling my company’s solutions to maximize the value we provide to our customers.”